Media is the main means of mass communication (broadcasting, publishing, and the Internet)

regarded collectively. The term media is defined as "one of the means or channels of general
communication in society, as newspapers, radio, television etc.

Public relations is a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.

Public image; Public relations, the management and delivery of communication between an
organization or individual and the public, according to some historians dates back to 1800 BC. The
primary objective of public relations is to create a deliberate, planned communication strategy
designed to enhance the image of a client, be it product, person, destination etc., and generate a
positive public image while keeping the interest of the public at the forefront this can only be done
through th media. Foe example if the PR of MTN wants to clear a compliant against his company,
he can use bukedde tv, Bukedde news or bukedde radio to enlighten the public.

Media and public relationship acts as an intermediary between an organisation and its target
public that creates awareness for the organisation with an ability to create a positive impact for
the chosen audience. In this way organisations build public support as they are able to reach out to
their audience. For example organisations use the media in advertisement while bukedde tv Uses
the PR to clear its issues araising from the publications for example false images and names in
articles.

Press release; A PR agency maintains a compiled media list consisting up of various newspapers,
magazine, electronic, radio and online media. Therefore upon occurrence of any event specific
media people can be contacted and press release can be shared with them to get the coverage done.

Launch and promotions; public relations departments of various organizations often compile
what is known as a media list, or a list of possible media outlets who may be interested in an
organization's information. The media can consist of thousands of magazine publications,
newspapers, and TV and radio stations. Therefore, when a "newsworthy" event occurs in an
organization, a media list can assist in determining which media outlet may be the most interested
in a particular story.

Both parties aim to share information with the public. This information is intended to benefit
the public by educating them on news and other events. Public Relations Practitioners attempt to
expand their client's media coverage by staying up to date on news and current events that are
relevant to their client. Because PR practitioners are usually focused on a client, some would argue
that they are biased or attempt to sway public opinion. The media is constantly looking for a new
story. PR practitioners are a good, reliable place for the media to go to for newsworthy events.
They often provide newsworthy or public service data, which can save the media the time required
to complete their own research and sourcing.

Growth; the media themselves have contributed to the growth of public relations. Economics have
forced the shrinkage of reporting staff in most media. Many small town and suburban newspapers
and many trade journals are produced by one or two people.

Relationship; public relations is working with the media on behalf of organizations which allows
for awareness of the entity to be raised as well as the ability to create an impact with a chosen
audience. It allows access to both large and small target audiences and helps in building public
support and mobilizing public opinion for an organization. This is all done through a wide range
of media and can be used to encourage two-way communication.

The love/hate relationship between the media and public relations has revolved around need - the
need for information and access, and the need for editorial coverage. Social media has given
journalists greater access to information without involving PRs to be a broker.

Media is an aspect of public relations. The terms are not interchangeable as media relations focuses
solely on the relationship between the company and the media. They use different media outlets
and coverage to tell the company's story, rather than directly engaging with the publics and key
stakeholders.

Media perceptions of public relations in Uganda are largely (but not exclusively) negative. The
relationship has four faces – sworn enemies; traditional rivals; close collaboration; and being in a
different place (not connecting).

Antagonism from media practitioners is largely based on experiences with public relations
practitioners but also on self created identities. Variations are due to power differentials such as
self and other definition, realities in the media landscape, and perceived misalignment of interests.
The relationship between public relations practitioners and journalists is,

and has always been, a complex and necessary symbiotic liaison.

Tensions, tempered with distrust and suspicion, exist on one hand and on

outright media hostility is hypocritical and unhelpful but that professional rivalry is healthy. Public
relations practitioners in New Zealand need to improve their treatment of the media at a relational
level and learn how to relate to other cultures more effectively. This is crucial because the strongest
influence on media perceptions of public relations is the behaviour of public relations practitioners.

Originality/value

senior media in Uganda. It demonstrates the array of perceptions and reveals that ethnic media
feels disconnected from mainstream public relations. This study explains why this is and suggests
some practical steps to take to remedy this rift. It also identifies more general measures public
relations practitioners need to take to improve the crucial public relations‐media relationship.

Public relations, or PR, practitioners and members of the media have roles that are in many ways
complementary. Both sides of these relationships have common goals of creating a story, or
developing a narrative, that keeps readers, listeners and viewers informed. The downside is that
both parties have many opportunities for tension between them and their relationships between
them can have many ups and downs.

What Public Relations Practitioners Want

Public relations practitioners want to see the most flattering media stories about their clients. They
learn what producers, journalists, columnists and popular bloggers want in terms of news and
topics, and the exact ways these people need news pitched to them. As a practitioner, you have to
keep up on breaking news and trending topics that a client’s product, company or expertise could
somehow tie into so as to expand that client’s business and reputation through media coverage.
For example, the owner of a local kennel could be a local media guest talking about protecting
dogs from summer heat, or a small-town business owner could bring a personal perspective to a
national news show discussing the impact of changing health care laws on businesses.

What the Media Wants

The media needs a constant stream of compelling content to fill airtime and print space. Reporters,
editors and producers look for experts and guests daily. Some services such as Help A Reporter
Out and PR Newswire serve as matchmakers between media and PR professionals, delivering
media professionals’ needs regarding stories, deadlines and interviewees wanted to PR
practitioners who can determine if their clients fit. The media wants exciting leads and reliable and
articulate guests that offer something original, engaging and relevant to fit their editorial needs
every day.

Conflicts

Media professionals sometimes resent PR practitioners who pitch boring, non-newsworthy or off-
topic ideas. PR professionals sometimes resent media professionals taking a story in unwanted
directions or not responding to their pitches at all. Additionally, when a client gets into trouble,
the media can run wild. As a PR person, your job is to reign in the media’s running narrative as
best you can to keep your client’s brand and reputation safe, suggests Robert Wynne in his 2013
“Forbes” article titled, “What Does a Public Relations Agency Do?” Another conflict area is that,
as a PR professional, you want your client’s publicity, social media and advertising aligned to
represent a strong brand message. The media, while looking out for the greater good, will grasp
discrepancies. They may unearth secrets, distorted facts, corners cut or scandalous information
that would cast a cloud over your client.

Compromises

Relationships between PR and media professionals are built on mutual respect and common goals.
Both groups want to reach the public with good stories and information people can use to improve
their lives, suggests Rosanna Fiske, CEO of Public Relations Society of America, in a 2011 article
for Poynter.org. PR and media professionals share the goal of educating, entertaining and
expanding their audiences. Through honest and continuous communication, the relationship can
be mutually beneficial.

Importance of Media Relations

Media is the bread and butter of a PR agency therefore it is of utmost importance to PR

professionals to maintain good and healthy relations with their media contacts. To get their clients’
coverage done, be it in print, online or electronic media, it is the journalists in various media houses
that PR executives deal with.

There are various things related to an organisation that need to be informed to the public or
sometimes to be curbed down if it has a negative angle attached to it, it is then that a PR firm
comes into action. It may be any activity, announcement, inauguration, honour, or any other event
that PR persons need to convey to their client’s target audience through media. The sole objective
of media relations is to get good and positive coverage for your client without paying anything. It
can either be through advertising as well.

It is not that easy for PR professionals to deal with media people as it involves lots of challenges.
One of the ways to ensure a positive relationship is to become familiar with the beats they cover
and drop in to introduce yourself and your clients with them.
In conclusion, the public relations industry and the media have always enjoyed a curious
relationship. Those in the public relations industry will tell you that the media can’t do its job
without PR flacks. Media folk, meanwhile, will suggest that public relations departments are little
more than mouthpieces for people who would still speak to the media if the public relations
industry never existed.

References

Bivins, Thomas (2008). "Home - School of Journalism and Communication". School of Journalism
and Communication. Retrieved 2018-04-23.

Cutuli, Carmelo. Media Relations. Il metodo americano

Fisher, Christian. "The Relationship Between Public Relations Practitioners & the Media". The
Houston Chronicle. Retrieved 2018-04-23.

Jane, Johnston. Media Relations: Issues and Strategies. 1st ed. Sydney, Australia: Allen & Unwin
Academic, 2008.

Jane, Johnston. Media Relations: Issues and Strategies. 1st ed. Sydney, Australia: Allen & Unwin
Academic, 2008.

Johnston, Kevin. "Ethical Issues Confronting Public Relations for Practitioners". The Houston
Chronicle. Retrieved 2018-04-23.

Kroon, R. (2014). "information subsidy | A/V A to Z: An Encyclopedic Dictionary of Media,

Entertainment and Other Audiovisual Terms - Credo Reference". search.credoreference.com.
Retrieved 2018-04-23.

Ridgway, Judy. Practical Media Relations. Aldershot: Gower, 1996.

Ridgway, Judy. Practical Media RelationsAldershot: Gower, 1996.

Supa, Dustin (2009). "Maximizing Media Relations Through a Better Understanding of the Public
Relations-Journalist Relationship: A Quantitative Analysis of Changes Over the Past 23 years"
(PDF).
PR experts contact media for various occasions related to their client:

Launch of a new product/service

Initiation of new outlets

Organization sponsored events

Launch of organization’s promotional campaigns/activities

Recent disasters, strikes or organizational closures

Awards/accolades for the company

Company dignitaries/celebrities visits

Involvement in social activities

Community Engagement

Thus, a PR firm needs to maintain healthy media relations.

ortance of Public Relations and Media Relations in Today’s Business Organization

In the business world, public relations and media relations are often used interchangeably as they
appear to be confusingly similar. But these are different business processes. Public relations is the
act of maintaining, fostering and improving relations between others and your business. On the
other hand, media relations is a part of public relations limited to the company’s interaction with
journalists, bloggers, editors, reporters and others in the media business.

Public relations

Having public relations and media relations divisions, or at least a representative for each one, is
essential for every business. In order to maintain the distinction between the two, we will consider
the importance of public relations and media relations separately.

The Importance of Public Relations For Your Business

Every company needs a public relations department, or they must at least outsource this work to a
PR consultant or agency. It is an essential part of maintaining and enhancing the organization and
brand’s image in the public eye, and sending a message to general public, customers and investors
that you care. This kind of positive approach will help improve trust and that adds directly to your
bottom line. So what are the key PR tasks you need to focus on, and how are they important for
you?

Image Strategy in Public

The public relation strategists will cooperate with the high level executives of an organization to
design the outline of how it’s going to craft a positive image and how the company wants to be
perceived. This focusses on the right message and then decides on the outline of a campaign to
circulate the message.

Event Marketing

Public relation executives frequently arrange events to increase a company’s profile. They lend
their name and brand to an event that highlights the philosophy, brand and products or services of
the organization. For instance, think of a hospital organizing a health day outreach, or a
corporation’s special Olympics event sponsorship.

Media Relations

Interacting with the media is the main function of your relations department. They can arrange
interviews with important individuals in the company, field questions from reporters, and write
press releases to make the media aware of company announcements and achievements.

Role of Social Media

Role of social media in public relationship

Social Media plays a major role in building an organization’s image. Managing a Facebook page,
Twitter page, LinkedIn page, you tube channel, etc. are necessary methods to connect with possible
stakeholders or new customers. Early warning of any emerging problems or trends on the internet
about the company also helps PR professionals monitor and respond to public comments.
Managing Emergencies

When a disastrous event ruins a company’s public image, such as when a food company faces a
contamination event or an oil company has to deal with a high profile spill, public relations will
decide how the company will communicate to deal with the problem, how the company will rectify
the damage to its image and regain control of its message.

The Importance of Media Relations For Your Business

Media relations is a vital part of public relations. Many organizations misinterpret the differences
between marketing, direct advertising and media relations.The ultimate aim is to get free media
coverage without spending money directly through advertising.

Media Relations Functions

Pitching and placing stories is the traditional role of media relations. Building relationships is the
most critical part of media relations. The idea is to fulfill reporters’ information requests as a
company spokesperson and become a trusted resource for reporters.

Execution of Media Relations

Read and digest all new and traditional media coverage of your company. Include local media,
online outlets and bloggers as RSS feed is important for online publishing. Research the outlets
that cover and that you want to cover your organization. Find out what kind of stories they like to
run and after proper research, filter appropriate stories for specific outlets. Use internet resources
to track stories, writers and issues through online tracking services like Google Alert, Facebook,
Lexus-Nexus, Dow Jones, Topsy, Addict-O-Matic and more.

The media is so powerful such that the negative reportage about an individual or organisation will
affect their image or reputation.

Conversely, positive reportage can also enhance the image and reputation of that organisation.

The kind and amount of information disseminated by the media about an individual or
organisation, brand, service or product would have a significant role in shaping perceptions.

Information related to business is also a critical component for foreign businesses in deciding to
invest in a country.

The media presents a huge opportunity for the organisation to send certain messages about their
organisation to the public and other stakeholders. As a result, developing good relations with the
media becomes an essential activity.
Paul Argenti, a public relations expert is quoted as saying that the media is both a constituency
and a conduit through which investors, suppliers, retailers and consumers receive information
about and develop images of the organisation.

Organisations use the media to gain “third-party endorsement”. The conventional wisdom is that
information is more credible when conveyed by the media. This lies on the assumption that the
media has no vested interest.

Howes and Sallot assert that the “endorsement effect” is what has motivated public relations (PR)
practitioners to consider when developing communication strategies.

There is a long-held view in PR practice that information published or broadcast in news media
takes on an added value because it has been approved by an independent third party gatekeeper
and conveyed by an independent, supposedly unbiased news medium.

There is the assumption that organisations are biased and guided by a self-interested perspective it
wishes to advance.

Coverage by an independent media has greater credibility because there is the possibility that it is
fact-based, has been vetted and screened, and that it has not been paid for, which allows for balance
and other voices in the story.

However, when talking to PR practitioners in the field, there are things about reporters that keep
them up at night. These are reporters who “never let the facts get in the way of the story” through
selectively including or excluding information or failing to check the facts.
The polarised and increasingly politicised media environment in Zimbabwe has led to growing
mistrust between corporates and reporters.

We can’t ignore the fact that the poor working conditions of journalists has led to cases of unethical
and downright unprofessional behaviour.

According to one practitioner, there has been an increase in cases of inaccurate reporting, and
retractions for lack of fact-checking which has diminished the credibility of media in general.

Yet the fact remains that public relations practitioners cannot do without the media and vice-versa.
The media is both an essential tactic and a tool in delivering their mandate.

PR is about creating, promoting and maintaining a favourable image of the organisation among its
various audiences and the media becomes a useful ally.

Media relations have over the years become a significant corporate activity and as such, have
become a core activity among PR practitioners. It forms a significant component of the
communications strategy and it makes a significant contribution to the bottom line through
reputation management.

New York Times publisher, Arthur Sulzberger has pointed out seven points for corporate PR
practitioners and their executives to consider when dealing with the media.

The first is that of honesty. This is important since it is all about winning trust. An organisation
must work responsibly but it is not obliged to provide all the information. But what it does provide
must be truthful.
Appreciating the fact that there are many types of reporters is also paramount. One must always
deal with a reporter who is experienced and knows your business. Not all of them are
knowledgeable about your business and it is in your interest to help educate reporters.

Don’t expect a reporter to write the story as you expect it to appear or as you have written it.
Reporters are likely to include other views including those that you feel are destructive. But you
should expect your message to be reported accurately, intelligently, and fairly.

If a story has its facts wrong, you have the right to ask for a correction. Don’t call and shout at the
reporter. Mistakes do happen and can’t be avoided. However, reputable news organisations should
be willing to correct errors brought to their attention.

When you are denied the right of reply, you can always refer your case to organisations such as
the Voluntary Media Commission of Zimbabwe which will arbitrate your complaint.

Handling a media crisis correctly is important. The rule of thumb is that one should not shoot the
messenger for being the bearer of bad news. When a disaster strikes, be prepared to tackle the issue
directly.

You may present the information from the organisation’s point of view, but do it truthfully and
accurately.

There is a natural tension between a reporter and the organisation he or she reports on. Be helpful
to build relationships. One of the best ways to build relationships with reporters is simply to be
helpful to them.
Take appropriate opportunities to send helpful materials or information, even if you don’t have a
story of your own to pitch. Be there when the reporters need you. Reporters need credible, reliable
and responsive sources. If you cannot be these things, they will not come back.

Be sensitive to news media deadlines by responding as quickly and as helpfully as possible when
a reporter calls.

Media coverage has become more vigorous, with the coming in of online and social media into
the mix, which we will cover next.

Enterprising journalism is exposing mismanagement and shady business deals are being unearthed,
exposing official corruption.

The organisation gains little by stonewalling itself against media attention. A more proactive
approach works wonders. A media strategy that leads to a well-cultivated relationship with the
media will come in handy when the chips are down.

Lenox Mhlanga is an associate consultant with Magna Carta Reputation Management Consultants.
He is a communications specialist who has worked with the World Bank Group and has lectured
public relations at the National University of Science and Technology. He can be contacted on
email: lenoxmhlanga@gmail.com

Graham, Paul. "The Submarine (essay)". Retrieved 2 April 2016.

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Ridgway, Judy. Practical Media RelationsAldershot: Gower, 1996.

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Ridgway, Judy. Practical Media Relations. Aldershot: Gower, 1996.